The doubts not only whether to use Facebook or Twitter, but it seems that companies have forgotten other digital marketing tools such as the “old fashioned” email that can be used in conjunction with social media campaigns to get more businesses and consumers to capture .
According to a recent report by the direct marketing company, Exact Target, each tool has its advantages over the others. For example, Twitter is the most effective, 37%, to generate purchases by users followed by email, 27%, and Facebook, 17%. The relatively small percentage of consumers who interact with brands on Facebook and Twitter are considered the main reason that email is kept as part of online marketing strategies when it comes to keeping in touch with consumers.
93% of U.S. online consumers subscribe to newsletters that are sent by email, 38% are fans of brands on Facebook, and 5% are companies in Twitter. All those who in one way or another, continue to brands across different social media and online, are more likely to recommend brands once they have begun to interact with them.
Finally, the study concludes that 67% of consumers who have subscribed to the newsletter have done to receive discounts and promotions compared to 40% for Facebook and 31% of Twitter.
The study also provides a few tips to make integrating Facebook, Twitter and email and succeed with marketing campaigns:
1. Promote the games, contests and Facebook applications in both emails and on Twitter.
2. Include the winners of the competitions in Facebook in the newsletter sent by email.
3. Twittering on users who are subscribed via email feature exclusive content.
4. Promote special offers through Facebook and Twitter but explaining that they are only for users who subscribe by email.
5. Posting links to web versions of the best emails from Facebook and Twitter.
6. Include buttons “like” and “follow” in the promotions and newsletters.
7. Include links to pages on Twitter and Facebook on the newsletters that are sent by email.
8. Collect the email addresses of consumers related to the web from Facebook and Twitter.
9. Segment the database of emails that are based on whether Twitter followers and send them via e-mail specific information.
10. Include questions that have been made through Twitter and Facebook emails and answer them.
11. Encourage subscribers to post questions on Facebook and on Twitter.
12. Include videos on the Facebook page and then links to them in emails and on Twitter.